Problem is, if all fares are set by the same organisation, will the "Cross Country approach" be taken? Ie: blanket 0930 off peak time, ridiculous prices etc.
I suspect so. There are many complications in the current fares structure but we need to be very aware of good value fares being removed. It would not surprise me if we see the removal of things like LNR/WMT only fares on the WCML, Weekend Super Off Peak fares in GTR land, Northern Only fares etc etc.
We also need to be very alert to the removal of fares regulation which, while far from perfect, has at least kept a lid on fares. For example, LNER would love to charge more for leisure passengers to travel between Newcastle and London on Sunday afternoons but they can't thanks to fares regulation. Government think that fares regulation is an outdated 1990s concept but the alternative will probably be far worse.
On what basis do you reach that conclusion? If the DfT / GBR now carries the revenue risk, it's in their interests for them to make a good go of the marketing and sales elements of rail, more than ever.
The incentive is attracting new people to rail, poaching from other modes and converting more people to modern ticketing methods, which seem to reduce costs elsewhere.
Just look at something like the telephone network when it was Government owned. 6 months to get a line installed, you could only rent a handset, appalling choice of styles and colours.
Translate this to the Government owned railway and every time someone wants to upgrade a website it'll end up going through endless committees, funding hurdles, then the unions will want their say. Whenever Government gets involved it's like turning a super tanker when in reality a speed boat is needed.